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White is the color of fun this year as Ginebra San Miguel Inc. marked World Gin Day in a “cool, clear, and versatile” way.
A global celebration observed every second Saturday of June, World Gin Day is spearheaded in the Philippines by the proudly homegrown spirit, as it was also the one who brought the first World Gin Day festivities to the Asia Pacific region back in 2014.
Today, gin enthusiasts look forward to the brand's month-long activities, which not only celebrate gin's enduring influence on the drinking culture but also its role in celebrations, fiestas, gatherings, and even everyday triumphs.
“We join gin enthusiasts worldwide in celebrating World Gin Day. As pioneers of this event in our country, we aspire to ignite the spirit of greater appreciation for more Filipinos to know gin's outstanding qualities, as it is a drink that is 'cool, clear, and versatile,'” said Ginebra San Miguel Inc. Marketing Manager Ron Molina during the white party media launch on June 8.
In a new campaign supporting the appreciation for gin, GSMI chose three exciting and authentic personalities who perfectly embody the unique characteristics of the drink.
Gin is cool
The actor and model Zanjoe Marudo likes the cool and refreshing gin experience to punctuate the day. For him, being cool is more than style and moves; it's about being calm too.
“You know what's truly cool for me? It's my being that way,” said Marudo.
His choice of gin is popular to this day and has been since his younger years in Batangas.
Gin is clear
Basel Manadil's choice is GSM Premium Gin, a distilled gin made with natural ingredients and fine botanicals.
Popularly known as “The Hungry Syrian,” the Syrian-born Filipino vlogger's viral posts have made him a clear favorite among millions of netizens. As he would say, “Always be clear with your intentions no matter where you go. Because everything you do can make an impact on others.”
Gin is versatile
Actress-comedian Herlene “Hipon Girl” Budol likes her gin to be versatile or a drink she can enjoy in many ways. This love for versatility in drinks is something that she also carries in life. The fact that this comedian was able to transform herself into a serious pageant contender is truly outstanding and admirable.
Budol has won over Filipinos with her charming wit, down-to-earth personality, and of course, her own remarkable versatility.
“In life, one should be versatile. If you are good at one thing, you can also be good at anything. Stay true while learning many things,” she said.
GSM Bar Academy grads
Another of highlight of the World Gin Day event was the presence of three mixologists who are scholar-graduates of the Ginebra San Miguel (GSM) Bar Academy. This is a partnership with the Technical Education and Skills Development Authority (Tesda), aimed at giving Filipinos a chance to change their lives through education, such as training students in bartending, flairtending and basic entrepreneurship.
With the goal of nurturing globally-competitive and job-ready graduates while elevating the quality of the bartending profession in the process, the GSM Bar Academy is proud to say that it has produced an astounding 100 percent immediate employability for all its graduates in 2022.
During WGD, three graduates of the GSM Bar Academy — Jhyrus Denver Domingo, Angela Felarca, and JP Peñaflor — who are all now employed in top bars in Metro Manila, showcased their mixology skills in a friendly competition with the theme, “Gin Is In.” This, of course, featured the world's most popular and bestselling gin Ginebra San Miguel and other brands, GSM Blue and GSM Premium Distilled Gin.
The success of the GSM Bar Academy in transforming the lives not only of the students but also of their families and the community has not gone unnoticed. In fact, the program will receive the prestigious International CSR Excellence Award, to be formally awarded on June 16 in London, UK.
'Gin Is In' nationwide
Part of the ongoing celebration will be the launch of the second season of the “G-Mix Nation” online series, hosted by Luis Manzano, which will be shown for the first time and will feature new cocktail recipes.
Meanwhile, The Home Bar Kit features Ginebra products and tools for mixing cocktails, sold online and at select supermarkets.
Finally, to ensure that gin enthusiasts across the country can partake in the “Gin Is In” festivities, Ginebra San Miguel will also host mini-events in some 50 bars nationwide, including Pampanga, Naga, Cebu, and Cagayan De Oro. These bar activations will offer consumers exclusive promotions, raffle giveaways, and outlet merchandising, allowing everyone to immerse themselves in the celebration.
To sustain the momentum, there will be various activities in hundreds of on-premise outlets from July to December. Participating outlets will receive exclusive benefits and special “Gin Is In” stubs for consumers to support their patronage.
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Credit belongs to : www.manilatimes.net
